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PUMA branding
Lečková, Veronika ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: PUMA branding Objective: The aim of diploma thesis is to get improvement proposal which could be used for further building of PUMA brand. The research will be carried out on two samples of respondents. The first sample will be Generation Y which is defined by Bergh (2012). A second sample of respondents are employees of the company PUMA. Methods: The entire thesis is focused and based on standardized method of the brand personality from J. L. Aaker (1997), adapted by the authors Geuens, Weijters and de Wulf (2009). Statistical functions such as: arithmetic mean, mode, skewness, kurtosis and standard deviation will be used for the interpretation of the outcomes. The results will be processed in order to intensify the development of PUMA brand. Results: Based on the research results, the brand personality of sports brand PUMA can be described by the dimension Activity. The brand personality of PUMA is active, stable and dynamic. This result was agreed by both groups of respondents, as Generation Y, and employees of the company PUMA. Keywords: branding, brand management, sports brand, corporate PUMA, marketing research
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PUMA branding
Lečková, Veronika ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: PUMA branding Objective: The aim of diploma thesis is to get improvement proposal which could be used for further building of PUMA brand. The research will be carried out on two samples of respondents. The first sample will be Generation Y which is defined by Bergh (2012). A second sample of respondents are employees of the company PUMA. Methods: The entire thesis is focused and based on standardized method of the brand personality from J. L. Aaker (1997), adapted by the authors Geuens, Weijters and de Wulf (2009). Statistical functions such as: arithmetic mean, mode, skewness, kurtosis and standard deviation will be used for the interpretation of the outcomes. The results will be processed in order to intensify the development of PUMA brand. Results: Based on the research results, the brand personality of sports brand PUMA can be described by the dimension Activity. The brand personality of PUMA is active, stable and dynamic. This result was agreed by both groups of respondents, as Generation Y, and employees of the company PUMA. Keywords: branding, brand management, sports brand, corporate PUMA, marketing research
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